JWT unveils global Rimmel campaign

J.Walter Thompson has created a global TV and press campaign to

launch Rimmel’s Exaggerate lipstick and mascara ranges.

The ads, which target 20- to 25-year old women who still enjoy

experimenting with make-up, break this week.

Set in a nightclub, the films feature two women examining their looks in

the mirror as they apply the make-up.

The work will also roll out in Rimmel’s other key markets, including

Spain, the Netherlands, Italy, Germany and the Middle East.

’These ads are strikingly different from any other cosmetic advertising

in this category and will create huge stand-out in the marketplace,’

Nicola Dicketts, a managing partner at JWT, said.

’We wanted the advertising to really reflect the edginess, modernity and

quirkiness of London.’

The print campaign features a series of bold executions showing

close-ups of models wearing a selection of products from the new range,

including the Electric, Fresh Start and summer collections.

Rimmel is the top-selling cosmetics brand in the UK, offering quality

cosmetics designed for the more youthful market with a value for money

proposition.

’We are extremely excited with the evolution of the new press and TV

executions,’ Paul Joosten, the global marketing vice-president at

Rimmel, said.

The ads were co-written and art directed by Robin Harvey and Kay

Truelove, and directed by Dawn Shadforth through RSA Films. Media is by

OMD with press photography shot by David Sims.

This article was first published on Campaign